Amid industry buzz in multicultural and general market circles, The Vidal Partnership announced today that Gustavo Lauría has joined the agency as Managing Partner, Chief Creative Officer. Lauría’s arrival marks the most recent leadership change at New York-based TVP, heralding a significant commitment to raising the creative bar.
Most recently, Lauría served as Creative Director at La Comunidad in Miami. During his eight years there, he produced award-winning work for brands such as MTV, Best Buy, VW, Disney, Corona, and Modelo, among others. Lauría is the current president of the U.S. Hispanic Creative Circle, the country’s most respected creative industry institution.
With this new addition to the team, The Vidal Partnership continues to attract cutting-edge talent from hot creative shops. The significant shifts began last year with the arrival of Managing Partner Marco Vega to transform Account Management and Account Planning into a unified Brand Management department. Vega, a former McKinsey & Co. consultant, is one of the most awarded and recognized planning directors in the Hispanic advertising community.
"Under Marco’s guidance, our Brand Management team earns the clients’ undivided attention and trust. This paves the way for Gustavo to lead through his creative vision. These guys are game-changers with their best years ahead of them," says Manny Vidal, CEO.
Lauría was drawn to TVP by the agency’s “track record of ambitious projects, and its position as a powerful source of influence in the advertising community.” He adds, “As leaders in the multicultural market, we understand that Hispanics and African Americans are no longer separate segments of the country. We have a huge opportunity to be the voice that speaks to America as a whole. TVP is the best equipped to capitalize on this reality.” Last year, TVP became the agency of record for Rémy Martin’s U.S. total market work after a highly contested search process, having pitched against industry leaders AKQA and R/GA for digital and against Droga5 and Brooklyn Brothers for remaining creative duties.
For Lauría, the top priority for achieving his vision will be “to foster a culture where creative is the soul and source of inspiration to lead the agency and the market.”